Pengaruh Brand Equity Flash Disk Merek KINGSTON terhadap Keputusan Pembelian pada Mahasiswa AMIK MBP Medan
Pane, Oon Boy M S
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This research aims to determine the effect of brand equity consists of brand awareness, brand association, perceived quality and brand loyalty against the purchasing decisions of Kingston flash disk by the students of AMIK MBP Medan. This research analysis is using questionnaire by validity, reliability test and multiple regression analysis. The results of this research suggests that simultaneous brand awareness, brand association, perceived quality and brand loyalty are significant and positive effect on purchasing decisions of Kingston flash disk in AMIK MBP Medan. The variables can be partially viewed brand loyalty is the most dominant variable influencing purchasing decisions of the students in AMIK MBP Medan. The Rated Adjusted R Square = 0,736, mean of 73,6% are factors that influence purchasing decision which can be explained by the independent variable (brand awareness, brand association, perceived quality and brand loyalty) while the remaining 23,6%% is explained by other factors that are not investigated in this research.